This is the last of my book reviews for the year. I had a pile of completed books that I hadn’t had a chance to write up my reviews of them until this week. Hence the all-review-all-the-time thing we got going on here at EMP this week. Next week I’ll be publishing a complete list of all the books and documents (not counting blogs) that I’ve read in 2007. That’ll be a treat for all you readers out there.
Anyway, on with the show. I got a chance to read SEOmoz’s Viral Marketing and Linkbait on the Web document. Yes, you need a subscription to read it. The document does a great job of explaining the broad strokes of link bait, starting with the audience. They outline who they are, where they are, and how you reach them, and why you want to do this in the first place.
The document takes you through a variety of options for linkbait concepts with a number of illustrations, examples and ideas along with. They also address the ever-important protocol for putting together a successful linkbait campaign, covering everything from domains to server load issues. Finally, they touch on measuring your link bait success to ensure that your hard work can be measured in some form or another.
Viral Marketing and Linkbait prints out to just under 50 pages and is worth taking the time to read, especially for anyone struggling in the world of link baiting. I think that if there was one drawback of this document is that it assumes that you already have the social media profiles in place to leverage a successful linkbait campaign. That is one thing that we’ve found to be a near requirement, though there are always exceptions.
After having read all of the SEOmoz premium content I have a few simple requests. 1) Create a cover page and a table of contents, the latter being of most importance. 2) Add page numbers. Some of us like to print things out rather than read on the screen and page numbers help keep the document organized and make pieces more easily bookmarked for future reference.